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A New Decade of Ethical Data Practices: Amobee Takes the Lead With CCPA

by Amobee, January 23, 2020
New Decade of Ethical Data Practices

The first day of the new decade was ushered in with more than just New Year’s resolutions, champagne toasts, and family time. 

The California Consumer Privacy Act (CCPA) took effect on January 1, 2020, empowering an era of data transparency, consumer protection, and accountability.

The new law gives California residents the right to access information on how their data is used by businesses and associated third parties. It also grants consumers the right to request that their data be deleted at any time without fear of discrimination or retaliation.

Which types of businesses will be affected by CCPA?

In short, CCPA will impact digital advertising and media businesses that rely on the collection of personal consumer data to inform strategic business decisions. 

The new law broadly defines personal data as any information that can be directly or indirectly associated with a California resident or household, including many aspects of their personally identifiable data.

Amobee takes proactive steps to comply with CCPA.

With the same thoroughness and dedication to ethical data practices that we applied to Europe’s 2018 General Data Protection Regulation (GDPR), Amobee proactively prepared for CCPA by updating our policies, data infrastructure, and platform, as well as auditing all partnerships, clients, and vendors to ensure alignment with CCPA requirements. 

While the enforcement of CCPA won’t go into effect until July 1, 2020, Amobee is in the process of completing the following steps to ensure that its data practices comply with the new statute, including:  

  • Training employees on CCPA requirements and preparing client-facing communications about Amobee’s compliance program.
  • Modifying Amobee’s corporate website to incorporate a special “Do Not Sell My Personal Information” link that will direct consumers to a self-serve portal to opt-out of the sale of personal information.
  • Displaying a notice on the homepage to direct California consumers to the specific disclosures about their rights, including a toll-free telephone number (as required by regulations) where consumers can submit access and deletion requests.
  • Integrating the CCPA Opt-Out Tool put forth by the DAA.
  • Offering an endpoint to clients and partners whereby “Do Not Sell My Personal Information” requests can be propagated to Amobee by calling this endpoint.
  •  Automating record keeping of data access and deletion requests in order to comply with annual statistics disclosures.

In addition, Amobee is continuing its active involvement and participation in industry-leading CCPA focus groups that include self-regulatory bodies like the National Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB), including integration with the IAB’s CCPA Compliance Framework.

For more information on how Amobee is complying with CCPA, please contact us at


About Amobee

Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Tremor International, a collection of brands built to unite creativity, data and technology across the open internet.

If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.

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